Creative Direction from building a brand to the big idea.

Over my 18 years experience as an Advertising Creative, I've worked on hundreds of brands ranging from global enterprise, to an early stage startup. I focus on defining the brand purpose and positioning, then activate that with the big idea.

TAC / It's People Like Us

Together with The Taboo Group, Guilty Content, and Academy Award Winning Director, Eva Orner, I helped tackle the rise in mobile phone use while driving. The solution was not an 'ad', but a documentary that followed the lives of 5 everyday Australians, and their addiction to their mobile. Along with the film, there was a national PR campaign, and several mini-films that covered how our culture is guilty of this deadly habit. I helped create the content around the film, and build and activate the launch campaign. Watch the full documentary here.

Latitude Financial / You Can Do Better

When you have to build the brand of a finance company overnight, using a celebrity is a decent shortcut. Alec Baldwin introduced the Latitude Betterers to Australia, telling them they can do better than defaulting to their big bank.

PAUSEFEST / INJECTABLE VIP TICKETS

Pausefest is Australia’s premier Technology, Innovation and Business Conference. I was asked to help kick off ticket sales, and thought it'd be cool to inject a chip with the ticket programmed into it. And, yep, that's me. I got one too.

ME Bank / Life & Loan Calculator

All mortgage calculators are the same. They all start with 'how much do you want to borrow?'. We redesigned the mortgage calculator to start with 'how do you want to live?', and then show properties in neighbourhoods that matched lifestyle, and budget.

Swann Insurance / Full Tilt

To bring fans closer to the action than they've ever been at the Australian Moto GP, we made Full Tilt, the world's first VR Motoracing game. We worked closely with 360 film makers, pro-riders, technologists, game designers and engineers to produce the experience, resulting in hundreds of fans feeling what it's like to fly down Gardiner Straight at 300kph.

Fearless App

Before the launch of Apple's Watch, I held a hackathon to solve a societal problem using the technology. We focussed on solving the problem of people feeling unsafe walking the streets at night. We created Fearless, the watch app that alerts friend and family of your location, and records audio if you are in distress.

Carlton Draught / Beer Chase

The internet loves a Carlton Draught ad. But for Australia's favourite beer brand, that spike in attention every time they release a new ad dies off within weeks of it's launch. So, when I led the Social Team on this campaign, we committed to connect with everyone who shared and liked the film, which build a global community over night. It proved a little bit of effort goes along way when a brand is trying to build a community.

Carlton Draught / Draught Pick

The game within a game. Within a phone. Within a pub. AFL fans could play along live and earn a cold beer in the meantime. In it's first year, the game had 75,000 users playing over 1.3 million games.

Twelevision

When twitter first came out, TV fans went crazy for it. So we made Twelevision, the platform where you can share and connect with viewers that are watching the same show as you. Think TV Guide meets communities of your favourite shows.

NAB / Break Up

Every Australian used to think all four big banks were in cahoots, until NAB distanced itself by breaking up with the other 3. I led the Digital Team on this project, which our work started with a simple tweet, and over 24 hours NAB firebombed Australia with hundreds of bits of content that all lead to the biggest break up in financial history.